Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-12-92-8
DOI: https://dx.doi.org/10.15863/TAS.2020.12.92.8
Language: English
Citation: Madieva, M. (2020). The foundations of the brand name: structure and semantics of new complex brand names. ISJ Theoretical & Applied Science, 12 (92), 39-42. Soi: http://s-o-i.org/1.1/TAS-12-92-8 Doi: https://dx.doi.org/10.15863/TAS.2020.12.92.8 |
Pages: 39-42
Published: 30.12.2020
Abstract: This article presents an attempt to consider brand communication from the linguistics point of view. Attracting new customers and gaining the attention and trust of the target audience is one of the key tasks for the development of businesses of any size and scope. Brand cannot be considered the object of one science because of its integrative nature, special social specificity and complex structure that can be interpreted in different scientific paradigms. Accordingly, brand research today is conducted in the context of various sciences: psychology, sociology, marketing, philosophy, culturology, law and, finally, linguistics. The possibility of linguistic interpretation is explained by the fact that the communicative approach to brand and branding is distinguished in the works of specialists of other sciences.
Key words: brand, semantic, company, market, structure, information, reveal, linguistic.
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